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5Ways to Winning 
Customers via 
Social Media 
By Chia Han-Leon 
Lecturer, Enterprise Social Business 
Institute of System...
The Institute of Systems Science was set 
up in 1981 to enlarge the talent pool of 
trained computer professionals and to ...
Our Programmes and Services 
Innovation & Enterprise IT 
IT-Enabled Innovation and Productivity 
 Service Innovation 
 E...
The Five Ways 
1. Know where your customers are. 
2. The 40:40:20 rule. 
3. Give customers opportunity to shine. 
4. Be th...
Five Ways to Winning Customers via Social 
Media 
1. Know where your 
customers are. 
©2014 except where indicated. /40 
D...
1. Know Where Your Customers Are 
Image courtesy of freedigitalphotos.net / photoraidz 
Which channel? 
The channel you wa...
Where is your customer active? 
©2014 except where indicated. /40 
Digital Marketing for Sustainable Growth 30 Sep 2014 7
Do they use the same social media? 
©2014 except where indicated. /40 
8
Illustration by Emily Chen http://www.thedadproject.com/?p=1557 
So, don’t bark up the wrong tree. 
Review and focus your ...
You can also target different segments 
on multiple different platforms. 
©2014 except where indicated. /40 
Digital Marke...
<< ISS Facebook Page 
Mainly targets post-grad students 
ISS Twitter @ISSNUS >> 
Mainly targets professionals 
©2014 excep...
Once you know where your customers are… 
… Be aware of Facebook’s constantly 
changing newsfeed algorithm. 
©2014 except w...
1. Facebook does not show your post to all fans. 
2. Facebook rewards good content with greater 
reach, and lousy content ...
It is important therefore that you: 
1. Review your reach statistics (in Facebook Insights) 
2. Review your 
content strat...
Five Ways to Winning Customers via Social 
Media 
2. The 40:40:20 Rule 
©2014 except where indicated. /40 
Digital Marketi...
On most channels, all hard sell and 
no “play” is a major turn off. 
©2014 except where indicated. /40 
Digital Marketing ...
©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 17 /40
The Rule 
Social Media Version 
40% RELATED CONTENT 
Things of relevance to your product but no hard sell. 
40% VALUE-ADD ...
First 40% : Related Content 
Content of relevance to your product but no hard sell. 
• What relates to your product but is...
Second 40% : Value-Add Content 
Content that creates or adds value to the 
customer. 
• Useful content that everyone appre...
Value Content 40%: Examples 
1. Tips, Guides, Solutions. 
2. Humour and “viral” content. 
3. Improves the experience of us...
20% : HARD SELL 
Traditional hard sell: 
• Promotions, discounts, sales. 
• Reviews, write-ups, photos of your own 
produc...
It often pays to diversify your content and think 
beyond brand and product. 
©2014 except where indicated. Digital Market...
Five Ways to Winning Customers via Social 
Media 
3. Give Customers 
Opportunities to 
Shine 
©2014 except where indicated...
Let customers show off your 
products, your logo, your 
services, shop, people, etc. 
Common example: sample reviews. 
©20...
Entice with #hashtags 
Photo Credit: http://cheowster.blogspot.sg/2014/05/celebrate-mothers-day-with-swee-heng.html 
©2014...
Create photo opportunities. 
Photos Credit: http://comeseetoys.blogspot.sg/ Photo Credit: https://www.facebook.com/singapo...
Facilitate content that people want/need/must(!)share. 
Photo Credit: Sony Pictures Singapore / Spiderman 2 gala premiere ...
Ultimately, in social media, you want the 
customer to help you to sell YOU. 
The social paradigm is never one-sided or “a...
Five Ways to Winning Customers via Social 
Media 
4. Be the Expert 
©2014 except where indicated. /40 
Digital Marketing f...
Don’t just sell your 
product, sell yourself 
as its expert. 
©2014 except where indicated. /40 
Digital Marketing for Sus...
If you sell something 
“ordinary” … like air-cons 
You could also post about: 
Aircons in Cars 
Cooling in Buildings Haze ...
This creates credibility, a vital ingredient in 
social media engagement and branding. 
©2014 except where indicated. /40 ...
Five Ways to Winning Customers via Social 
Media 
5. Mind the 
Customer Inside 
©2014 except where indicated. /40 
Digital...
Your boss and colleagues 
are also your social media 
“customers” 
©2014 except where indicated. /40 
Digital Marketing fo...
Social media is often a challenge within 
the organization. 
Does management 
question you? 
Do you have (no) budget? 
Do ...
1. “What is your strategy?” 
Prepare answers for your aims, objectives, target 
audience, choice of channels, etc. 
©2014 ...
2. Management Participation 
Or lack of it. 
A supportive and 
participative 
management is a 
huge bonus. 
Get them invol...
3. What is your ROI / KPI ? 
©2014 except where indicated. /40 
Digital Marketing for Sustainable Growth 30 Sep 2014 39 
S...
Sustainability in Social Media 
Illustration by Sacramento Design 
http://www.sacdesignet.com/ 
Winning customers’ hearts ...
THANK YOU 
NICF Online Community Management for Social Media (2-day course, 17-18 Nov) 
Also: Social Media Marketing / Soc...
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5 Ways to Winning Customers on Social Media (ASME Digital Marketing Seminar 30 Sep 2014)

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On social media, a winning strategy is not just where the business makes customers happy, but also where customers make more customers happy. In this talk, find out different approaches you can take on customer satisfaction and retention to optimize your social media engagement.

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5 Ways to Winning Customers on Social Media (ASME Digital Marketing Seminar 30 Sep 2014)

  1. 1. 5Ways to Winning Customers via Social Media By Chia Han-Leon Lecturer, Enterprise Social Business Institute of Systems Science, National University of Singapore ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 1
  2. 2. The Institute of Systems Science was set up in 1981 to enlarge the talent pool of trained computer professionals and to educate senior executives and decision-makers on computerization. ISS is a specialty school of the National University of Singapore (NUS) ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 2
  3. 3. Our Programmes and Services Innovation & Enterprise IT IT-Enabled Innovation and Productivity  Service Innovation  Enterprise Business Analytics  Enterprise Social Business Enterprise IT  Business Analysis  Strategic IT Management  IT Project Management  IT Service Management  IT Risk Management  Software Engineering  Advanced Software Design & Development  Intelligent Systems (Knowledge Engineering) Research Services Consulting Services e-Government Leadership Centre (eGL) Graduate Programmes  Graduate Diploma in Systems Analysis  Masters of Technology  Software Engineering  Knowledge Engineering  Enterprise Business Analytics For more info: www.iss.nus.edu.sg ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 3
  4. 4. The Five Ways 1. Know where your customers are. 2. The 40:40:20 rule. 3. Give customers opportunity to shine. 4. Be the expert. 5. The Customer INSIDE – your boss and colleagues. Image Credit: deathtothestockphoto.com ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 4
  5. 5. Five Ways to Winning Customers via Social Media 1. Know where your customers are. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 5
  6. 6. 1. Know Where Your Customers Are Image courtesy of freedigitalphotos.net / photoraidz Which channel? The channel you want/like may or may not be appropriate for your business. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 6
  7. 7. Where is your customer active? ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 7
  8. 8. Do they use the same social media? ©2014 except where indicated. /40 8
  9. 9. Illustration by Emily Chen http://www.thedadproject.com/?p=1557 So, don’t bark up the wrong tree. Review and focus your efforts on the right channel(s) ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 9
  10. 10. You can also target different segments on multiple different platforms. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 10 Photo credit: http://www.joeverasrestaurant.com/
  11. 11. << ISS Facebook Page Mainly targets post-grad students ISS Twitter @ISSNUS >> Mainly targets professionals ©2014 except where indicated. /40 11
  12. 12. Once you know where your customers are… … Be aware of Facebook’s constantly changing newsfeed algorithm. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 12
  13. 13. 1. Facebook does not show your post to all fans. 2. Facebook rewards good content with greater reach, and lousy content with less reach. Good content is a must, and it is also our responsibility. (As “unfair” as it may seem). ©2014 except where indicated. /40 13 Image Credit: deathtothestockphoto.com
  14. 14. It is important therefore that you: 1. Review your reach statistics (in Facebook Insights) 2. Review your content strategy 3. Produce good content 4. Drive engagement 5. Invest in (a little) advertising ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 14
  15. 15. Five Ways to Winning Customers via Social Media 2. The 40:40:20 Rule ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 15
  16. 16. On most channels, all hard sell and no “play” is a major turn off. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 16
  17. 17. ©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 17 /40
  18. 18. The Rule Social Media Version 40% RELATED CONTENT Things of relevance to your product but no hard sell. 40% VALUE-ADD CONTENT Content that gives or creates value to the community or members. 20% HARD SELL ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 18
  19. 19. First 40% : Related Content Content of relevance to your product but no hard sell. • What relates to your product but is NOT your product? • Broaden everyone’s horizons, shows that you “know” your stuff. • Has direct value to YOU. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 19 You sell this product (toys) Also reference a related topic (childcare, play).
  20. 20. Second 40% : Value-Add Content Content that creates or adds value to the customer. • Useful content that everyone appreciates. (No relation to your product needed.) • Improves the experience of using your product/service. • Has direct value to customer. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 20
  21. 21. Value Content 40%: Examples 1. Tips, Guides, Solutions. 2. Humour and “viral” content. 3. Improves the experience of using your product or service. 4. Feature your community or individual members. 5. Giveaways Image Credit: deathtothestockphoto.com ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 21
  22. 22. 20% : HARD SELL Traditional hard sell: • Promotions, discounts, sales. • Reviews, write-ups, photos of your own products/events. • Awards/accolades that you won. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 22
  23. 23. It often pays to diversify your content and think beyond brand and product. ©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 23 /40
  24. 24. Five Ways to Winning Customers via Social Media 3. Give Customers Opportunities to Shine ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 24
  25. 25. Let customers show off your products, your logo, your services, shop, people, etc. Common example: sample reviews. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 25 Image Credit: deathtothestockphoto.com
  26. 26. Entice with #hashtags Photo Credit: http://cheowster.blogspot.sg/2014/05/celebrate-mothers-day-with-swee-heng.html ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 26
  27. 27. Create photo opportunities. Photos Credit: http://comeseetoys.blogspot.sg/ Photo Credit: https://www.facebook.com/singaporenavy ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 27
  28. 28. Facilitate content that people want/need/must(!)share. Photo Credit: Sony Pictures Singapore / Spiderman 2 gala premiere ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 28
  29. 29. Ultimately, in social media, you want the customer to help you to sell YOU. The social paradigm is never one-sided or “alone”. This is the key to community sustainability. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 29
  30. 30. Five Ways to Winning Customers via Social Media 4. Be the Expert ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 30
  31. 31. Don’t just sell your product, sell yourself as its expert. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 31
  32. 32. If you sell something “ordinary” … like air-cons You could also post about: Aircons in Cars Cooling in Buildings Haze care/global warming Science, Physics, Chemistry Follows the 40:40:20 rule. Aircon servicemen/staff ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 32 Beautiful landscapes
  33. 33. This creates credibility, a vital ingredient in social media engagement and branding. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 33
  34. 34. Five Ways to Winning Customers via Social Media 5. Mind the Customer Inside ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 34
  35. 35. Your boss and colleagues are also your social media “customers” ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 35
  36. 36. Social media is often a challenge within the organization. Does management question you? Do you have (no) budget? Do colleagues help with engagement? Image Credit: deathtothestockphoto.com ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 36
  37. 37. 1. “What is your strategy?” Prepare answers for your aims, objectives, target audience, choice of channels, etc. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 37
  38. 38. 2. Management Participation Or lack of it. A supportive and participative management is a huge bonus. Get them involved. Image Credit: politico.com ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 38
  39. 39. 3. What is your ROI / KPI ? ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 39 Statistics Social Testimonials
  40. 40. Sustainability in Social Media Illustration by Sacramento Design http://www.sacdesignet.com/ Winning customers’ hearts online goes beyond today’s sale; via social, you can influence future customers. ©2014 except where indicated. /40 Digital Marketing for Sustainable Growth 30 Sep 2014 40
  41. 41. THANK YOU NICF Online Community Management for Social Media (2-day course, 17-18 Nov) Also: Social Media Marketing / Social Media Analytics / Social Media for B2B For more info: iss.nus.edu.sg ©2014 except where indicated. /40 41

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